Fitness and classes · Small-town market · Michigan
Gyms in the Sturgis, MI area
How the Sturgis, MI area compares with other small-town markets and the U.S. for gyms: competitors, household spending, official counts and growth.
Groundwork market score · out of 100
Score 53 out of 100: Upper middle
Ranked #229 of 506 scored small-town markets
#8 of 17 scored small-town markets based in Michigan
- Listings
- 19
- 5 chain locations (26%)
- Official establishments
- 3
- All fitness and recreational sports centers
- Household spending a year
- $17.1M
- On memberships, classes and admissions · $724 a household
- Spending per listing
- $900K
- 31% below the U.S.
- Listings per 10k households
- 8.0
- 5% above the U.S.
- Population, 2025
- 60,968
- +0.1% since 2020
See the gyms around any address in the Sturgis area
The site report maps the gyms on map listings near the address, by name and distance, and sizes the households and spending around it. Or open the report at the center of the Sturgis area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardSurvey estimates 2020–2024 · population estimates 2025 · official business counts 2023 · map listings September 2026 · Data credits · How we measure
What this means
At $724 per household (26% below the U.S. average), households in the Sturgis area spend about $17.1M a year on memberships, classes and admissions. That works out to $900K per gym, 31% below the U.S. figure of $1.3M. The spending figure covers all memberships, classes and admissions, not only gyms.
The Sturgis area has 19 gyms on map listings as of September 2026. Of those, 5 are chain locations, or 26%, against 28% across the U.S. Per 10,000 households, that is 8.0, 5% above the U.S. rate of 7.6.
The official count of businesses with payroll classed as fitness and recreational sports centers in the Sturgis area was 3 in 2023. That is one for every 7,873 households, against one for every 3,109 across the U.S. That count covers all fitness and recreational sports centers (yoga, Pilates and fitness studios included), not only gyms. Since fiscal 2022, 1 SBA-backed loan worth $150K has gone to businesses classed as fitness and recreational sports centers in the Sturgis area.
Between 2020 and 2025, the population of the Sturgis area grew 0.1%, slower than the U.S. (+3.1%). For gyms, the Sturgis area has a Groundwork market score of 53 (upper middle): #229 of 506 scored small-town markets and #8 of 17 scored small-town markets based in Michigan.
How the Sturgis area compares
The same measures for Michigan and the whole U.S. Spending per listing divides a year of household spending on all memberships, classes and admissions by the gyms counted, so it measures the demand for each competitor, not any business’s revenue. Households per establishment does the same with the official count.
| Measure | Sturgis area | Michigan | U.S. |
|---|---|---|---|
| Listings per 10k households | 8.0 | 6.5 | 7.6 |
| Spending per listing | $900K | $1.4M | $1.3M |
| Households per official establishment (all fitness and recreational sports centers) | 7,873 | 4,383 | 3,109 |
| Official establishment growth, 2019–2023 | n/a | +8.1% | +5.8% |
| Population growth, 2020–2025 | +0.1% | +0.6% | +3.1% |
| Spending per household on memberships, classes and admissions | $724 | $902 | $983 |
| Median household income | $66,425 | $72,875 | $80,734 |
| Groundwork market score | 53 | 60 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 3All fitness and recreational sports centers
- Employees, 2023
- 80
- Annual payroll, 2023
- $1.3M
- One-person businesses, 2023
- Not publishedNot published for this business type
- Map listings, September 2026
- 195 chain locations
- Listings at the U.S. rate for this spending
- 13The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 1
- Amount
- $150K
SBA-backed loans to businesses classed as fitness and recreational sports centers in the Sturgis area, through June 2026, placed by the borrower’s ZIP code. Official establishments are businesses with payroll; the official counts leave out places with fewer than 3. These official figures cover all fitness and recreational sports centers, not only gyms.
Population and households in the Sturgis area
- Population, 2025 estimate
- 60,968+0.1% since 2020
- Households
- 23,620
- Median age
- 40.0
- Homes lived in by their owners
- 76%
- Vehicles per household
- 1.9
- Land area
- 501 sq. mi.
- People per square mile
- 122
- Median household income
- $66,425+27.5% vs. 2015–2019, before inflation
- Average household income
- $81,433
- Median home value
- $178,300
- Jobs located here
- 19,267
- Daytime population
- 52,362Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Sturgis area?
These figures cover the whole small-town market. A site report draws rings around one address and counts what’s inside them: households, spending, jobs, and the gyms on map listings by name and distance.
Or open the report at the center of the Sturgis area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardGyms across Michigan
Every Michigan market ranked →The highest-scoring small-town markets in Michigan for gyms, numbered among those based in Michigan (a market based in another state is listed without a number), with the Sturgis area marked.
Top small-town markets in Michigan
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Holland, MI | 86 | 29 | 6.4 | $1.5M | +2.1% | #9 of 506 |
| 2Coldwater, MI | 74 | 8 | 4.7 | $1.5M | +2.5% | #29 of 506 |
| 3Hillsdale, MI | 72 | 8 | 4.5 | $1.7M | 0.0% | #36 of 506 |
| 4Adrian, MI | 71 | 22 | 5.7 | $1.4M | −1.6% | #45 of 506 |
| Marinette, WI-MI | 64 | 14 | 4.8 | $1.5M | +0.3% | #99 of 506 |
| 5Owosso, MI | 64 | 19 | 6.8 | $1.1M | −0.4% | #106 of 506 |
| 6Ludington, MI | 61 | 8 | 6.2 | $1.2M | 0.0% | #136 of 506 |
| 7Houghton, MI | 59 | 11 | 7.1 | $1.1M | +1.8% | #162 of 506 |
| 8Sturgis, MI | 53 | 19 | 8.0 | $900K | +0.1% | #229 of 506 |
| 9Big Rapids, MI | 51 | 14 | 8.4 | $801K | +4.7% | #248 of 506 |
Other business types in the Sturgis area
Each with its Groundwork market score here, out of 100, where it has one.
Food and drink
Groceries and convenience
Auto
Beauty and personal care
Fitness and classes
Health care
Child care
Clothing and laundry
Home services
Real estate
Funeral services
Questions
How many gyms are in the Sturgis, MI area?
Map listings as of September 2026 show 19 gyms in the Sturgis area. 5 of them (26%) are chain locations. The listings count gyms and fitness centers. Official counts show 3 businesses with payroll classed as fitness and recreational sports centers in 2023. The official count takes in all fitness and recreational sports centers, not only gyms: yoga, Pilates and fitness studios are counted too.
How much do households in the Sturgis, MI area spend on memberships, classes and admissions?
About $17.1M a year, or $724 per household. That is 26% below the U.S. average (an index of 74, where 100 is the U.S. average). Spread across the 19 gyms on map listings, it comes to $900K per gym. That spending covers all memberships, classes and admissions, which gyms share with other businesses in the trade. It is estimated from the incomes of the 23,620 households in the Sturgis area and national spending patterns by income.
How does the Sturgis, MI area compare with the U.S. for gyms?
The Sturgis area has 8.0 gyms per 10,000 households, 5% above the U.S. rate of 7.6. Spending per gym is $900K, 31% below the U.S. figure of $1.3M. At the U.S. ratio of gyms to household spending, the Sturgis area would have about 13, against 19 on map listings. There is one business with payroll in the industry for every 7,873 households, against one for every 3,109 across the U.S.
How fast is the Sturgis, MI area growing?
Population estimates put the Sturgis area at 60,968 people in 2025, up 0.1% since 2020, slower than the U.S. (+3.1%). It has 23,620 households. Median household income in the Sturgis area is $66,425, 18% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 27.5%, before inflation.
What is the Groundwork market score?
The Groundwork market score runs from 0 to 100 and compares a market with others of its kind for one business type: states with states, metro areas with metro areas, small-town markets and counties with their own. A small-town market is a town of 10,000 to 50,000 people and the county or counties tied to it by commuting. It weighs household spending per competitor (35%), households per business with payroll (25%), population growth (20%) and spending power (20%), each ranked against those peers. A higher score means that, taken together, the market has more household spending and more households for each business already there, faster population growth and more spending per household than similar markets. It describes a market, not any one site or deal. The Sturgis area scores 53 for gyms (upper middle), #229 of 506 scored small-town markets.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Sturgis area. It maps the gyms on map listings near the site and sizes the households and spending within the distance you choose. New accounts get 10 actions over 3 days, no card.
How the score works · Top markets for gyms · All 56 business types in the Sturgis area
Screening a site or an acquisition in the Sturgis area?
A site report maps the competitors on map listings near an address and sizes the households and spending around it.
The button opens the report at the center of the Sturgis area. Signed out, you see a blurred preview; on an account, each report is one action.
This product uses the Census Bureau Data API but is not endorsed or certified by the Census Bureau.
Figures are estimates for research only. Not investment or real estate advice.